Be That Lawyer: How To Drive Success In Uncertain Times

To say today’s economic climate is “a bit challenging” might be putting it mildly. Between global tariffs impacting billions, U.S. law firms facing heightened government scrutiny, and federal agencies being stripped to the bone, it’s no wonder lawyers are feeling uneasy. So, what’s a savvy attorney supposed to do in uncertain times like these?

As a business development coach for lawyers around the globe, I’d like to offer a few practical strategies to help you move forward — even when it feels like hiding under your desk might be the safer bet.

Tip No. 1: Cross-market Practice Areas That Remain Strong
When the economy gets shaky, certain practice areas slow down as clients clutch their pearls, tighten their budgets, and wait for the dust to settle. But not every area of law goes quiet — some may even see increased demand. Take a moment to assess what additional services you can offer your clients or introduce them to within your firm. This can benefit your colleagues, deepen client loyalty, and boost your own origination credit.

If you’re part of a boutique or solo practice, think strategically about collaborators you can bring in to broaden your offerings. Providing meaningful support during tough times is one of the fastest ways to build stronger, longer-lasting relationships.

Tip No. 2: Step Up And Add Value
When the market took a dip recently, one of the first calls I received was from my financial planner. He wasn’t selling anything — he was just checking in, offering guidance, and reassuring me. That call mattered.

Now it’s your turn. Reach out to your clients and strategic partners — not to pitch, but to connect. Ask how they’re doing. Find out what’s keeping them up at night. Maybe they need help collecting receivables or handling staff reductions. Your presence, concern, and willingness to help can make a world of difference — and won’t be forgotten.

Tip No. 3: Don’t Cut Back On Marketing And Business Development
I recently heard a lawyer say their firm planned to “tighten the belt” due to economic concerns. I get it — that’s a natural reaction. But the truth is, this is actually the time to lean into your marketing efforts.

You don’t need a huge ad budget. Instead, invest your time: write articles, engage on social media, speak at events, and build your personal brand. When everyone else is slowing down, doubling down can give you the edge. While others retreat, you’ll be top of mind — and first in line for new business when the market rebounds

Let’s be honest: I’m not reinventing the wheel here. These are simple but powerful strategies that can help you weather any storm. Want more guidance on building your brand and growing your book of business? Visit www.fretzin.com and check out the BE THAT LAWYER podcast — available on all major platforms.

Steve Fretzin is a bestselling author, host of the BE THAT LAWYER Podcast, and business development coach exclusively for attorneys. Steve has committed his career to helping lawyers learn key growth skills not currently taught in law school. His clients soon become top rainmakers and credit Steve’s program and coaching for their success. He can be reached directly by email at steve@fretzin.com. Or you can easily find him on his website at www.fretzin.com or LinkedIn at https://www.linkedin.com/in/stevefretzin/.

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